AOL to open up shop in Second Life

Virtual location to highlight AOL services

AOL is getting ready to set up an area in Second Life, another in a string of big-name companies establishing a presence in the popular 3D virtual world.

The company's Second Life section will be called AOL Pointe. AOL is accepting applications now for the Pointe test program at the company's beta site.

AOL Pointe will feature different sections, like an amphitheatre and an extreme sports park, in which the company plans to highlight AOL content and services such as AOL Music, Moviefone, TMZ and Lat34.com, an AOL spokeswoman said. AOL will use Pointe to try out new features and research how they are received by users. The beta test will take place within Second Life and is slated to start in the next week or so, she said.

Second Life combines features from social networks, multiplayer online games and e-tailers, and lets people adopt new personas called avatars in its 3D world, where they can interact with others for entertainment and business purposes.

Millions of dollars exchange hands every week in member-to-member commerce in Second Life. Companies are setting up shop in Second Life to sell and promote their services, including IBM, Dell, Starwood Hotels & Resorts Worldwide and American Apparel.

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